Smart interaction and social TV used by Jordanian University students

The integration of the TV screen, so that it becomes a new media interaction, is one of the most significant shifts that technology has brought and is known as “social TV”. This paper examines the interaction and influence of social TV on academic performance during Covid-19. It also focuses on the link between social media usage, traditional TV, social TV, and most importantly on whether the latter has impacted on improvements in students’ academic performance in Jordan. A total of 546 university students participated in this study via online survey. Through a self-proposed model, using the PLS-SEM software, the study found that respondents understand the concept of social TV and have used it to improve their interaction with others, helping them to share their experiences and – interestingly – to improve their academic performance. Thus, the findings are discussed in relation to social media integration with social TV in educational and non-educational settings.